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The Internet of Cars: Spawning New Business Models
- 1. The Internet of Cars
Spawning New Business Models
Andreas Mai
Director Product Management
Smart Connected Vehicles
October 2012
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 1
- 2. Internet of Cars: Unlocking $1,400 in
Benefits per Vehicle, per Year
Internet of Cars Vehicle User
Service Providers Lower insurance
Traffic guidance, navigation, Lower operation cost
emergency services
Less time stuck in
“Google on wheels,” $ 550
traffic, more productivity
PAYD insurance, $160
location-based services
$300
Auto OEM/OES $420 Society
Lower service/warranty costs Fewer crashes
New profit pools Lower traffic/road/toll
Architectural savings operation costs
Benefits per vehicle, per year
CO2 reduction
Source: Cisco IBSG Automotive and Economics Practices, 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 2
- 3. The Internet Takes to the Road…
Running Transportation on
Networked Information
Transportation Services Delivered by Technology
Safety and Operational Travel Revenue
Security Efficiency Experience Generation
Source: Cisco IBSG Automotive, 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 3
- 4. THE “Savior-App”: Strategic Asset for
the Entire Car Insurance Value Chain
Usage & PAYD, PHYD, MHYD 10% - 30%
Behavior Premiums
Vehicle and driver health monitoring
Safest-route
Crash ADAS + V2V + V2I 20% - 35%
Prevention of Crashes
eCall/ ACN
Virtual Black Box
Fast & Correct Driver vitals to first responders 5% -15%
Response Investigation costs Savings
Fraud prevention and reduction (~80%)
Claims & Cost Stolen vehicle tracking / location 30% - 80%
Containment Savings
Pay as you speed
Virtual violation detection and notification
Connected Law Automated payment 20% - 30%
Enforcement Savings per connected vehicle and year: Savings
$280 for insurance/ owner + $100 for society
Source: OctoTelematics, Cisco IBSG Automotive 2010
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 4
- 5. U.S. Roads and Highways Are Congested,
Deficient, Lack Desirable Safety Features
$270 B
Needed 4.2 T 2030
+38%
+41% 2010
25% 2.2 T 1990
Cost Budget:
+ 55% $100 B
Vehicle-Miles
Travelled (Trillions)
Source: America’s Top Five Transportation Headaches, AASHTO, Victoria Transportation Policy Institute, 2009
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 5
- 6. THE Future “Finance-Application”:
Connecting for Smart Road Pricing
Smart Road Pricing / Vehicle-Miles-Traveled Tax
Time of Day Occupancy Congestion Speed
Weight Road Type Fuel Economy Emissions
CO2
Source: Cisco IBSG Automotive 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 6
- 7. New Battleground: From Building Cars to
Selling Travel Time Well Spent
Extended Design
Connecting Marketing,
and Supply Chain the Value Chain Advertising, CRM
CONNECTED CONNECTED CONNECTED CONNECTED
within the car to personal devices around the car to the cloud
Travel Experience & Distribution and
Location-Based Services Service Network
Source: Cisco IBSG Automotive, 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 7
- 8. Emergence of New Business Models
Smart Parking Mobility On-Demand
Source: Web Research, 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 8
- 9. Off-Loading Data and Switching Is Key
to Improve Experience and Contain Cost
HOME ROAD OFFICE
Home
Security &
Automation 3G/LTE WLAN
Media DSRC City Mesh Hotspot
Cable / DSL “Switching” Ethernet / LAN
Source: Cisco IBSG Automotive 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 10
- 10. Service Providers Are Well Positioned
to Enable Key Business Operations
Service Providers / Network as the Platform
Internet of Cars Service Provider
TSP PAYD EV Clearing ITS And more…
Internet of
Data Service CRM/ CC Payment
Cars Business Acquisition Aggregation Service Processing
Operations
Vehicle User Vehicle Road
Source: Cisco IBSG Automotive 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 11
- 11. Internet of Cars is a Scale Business
Scale
Industries &
Applications
…
Regions
EV Clearing
ITS
Insurance
TSP
Captive Entire Industry Customers
Source: Cisco Smart Connected Vehicles Team, 2012
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 12
- 12. End-to-End Architecture is Essential –
Especially for Scaling Globally
Public Cloud Private (OEM) Cloud Enterprise Cloud
Services
Subscription-based Data Center/Virtual Enterprise Video, Voice,
Services Servers Data
VNO
Operation
Policy Enforcement, Flow-based Energy Service Providers
Management, DPI (Smart Grid)
Mobile SP 1 SP 1
Mobile
Communications SP 1
Mobile SP 1 Service
Mobile
Providers, “Fog”
Infrastructure
Mobile WiFi Offload DSRC Roadside Consumer Network Electrical Charging Network
Wi-Fi Hotspots, Infrastructure Home/Dealership Wi-Fi Hotspots, Charging Stations, Other
802.11u, 3G/4G 802.11p (V2I) Femtocells Services
V2I/Upstream Communication (Wi-Fi, 3G/4G, 802.11p, etc.)
Vehicle
Software Client
V2V Communication (802.11p)
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 13
- 13. New OBU and RSU Business Models:
Enabling Internet of Cars Services
TSP PAYD EV Clearing ITS And more…
IoC
Services
Network
OBU RSU
NewCo NewCo
Subsidize OBU Upgrade Build & Operate
For Right to Monetize WiFi + DSRC Network
Data & CV Services to Monetize Off-Load and
ITS & LBS Services
Source: Cisco Smart Connected Vehicles Team, 2012
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 14
- 14. The Connectivity Infrastructure Could be
a Profitable Business at 1/10th ¢ / VMT
U.S. Roadside Equipment (RSE)
PPP Revenue Model [US$ Million] 1/10th
CapEx P&L ~3,000,000,000,000
Initial Total 5 Year RSE
6,261 626
Investment (10 Depr.)
=
Repair/ Replacement 616 62
Operating Expenses 440
Subtotal RSE Cost 1,128
Hypothetical Margin 100% 1,128
Per Month
Revenue Required to
2,256
Fund “RSE Business”
Source: Vehicle-Infrastructure Integration (VII) Initiative, Benefit-Cost Analysis, Version 2.3, US-DOT, 2008
Cisco IBSG Automotive, 2011
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 18
- 15. Connecting 1/3 of All Vehicles = $116
Billion in U.S. and $345 Billion Globally
Benefits of Connecting All Road Vehicles Per Year By Penetration [$ Billion]
$282 $837
Internet of
32 96 Cars SPs
United States Worldwide
64 191 Auto OEM
85 251 Society
$117 $345
13 39
27 79
$35 35 $105 104 Vehicle User
101 299
42 123
10%
10% 33%
33% 80%
80% 10%
10% 33%
33% 80%
80%
Source: Cisco IBSG Automotive and Economics Practices, 2011 Note: Core Regions NA, EU, AP, Excl. 22% RoW
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 19
- 16. Resolving the “Chicken & Egg” Dilemma
15-20% Savings = $6-8 B
~$110 B+ ~$60 B
RSE
ITS CV SPs Infra REITS
Auto
OEM
PAYD
40 1.3T 20%
1/10th
Society
Policy
OBU
Vehicle Fuel Tax Share
VMT User
20
Bottom 33% of Cars 20% of Roads
Line $20-30B
550,000 Jobs $1.3T
Source: Cisco IBSG Automotive 2012 Budget
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 20
- 17. Making the Internet of Cars a Business
No One CanWe Can…
Together Do It Alone
Automotive Government
Service Provider Infrastructure
Insurance ITS
Source: Cisco Smart Connected Vehicle Team 2012
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 21
- 19. More Food for Thought on the
“Internet of Cars”
Executive Summary: A Business Case For Connecting Vehicles
Government: A Catalyst to Unlock Societal Benefits of Transportation
Carriers: Service Providers at a Crossroads
Automotive: From Building Cars to Selling Travel Time Well-Spent
Insurance: The Business of Preventing Crashes
Andreas Mai: andmai@cisco.com
Cisco IBSG © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Internet Business Solutions Group 23